The Family Continuity Platform
Product design and development, agentic, semantic and generative AI-enabled, design system, identity branding
Afterpath
2x CPO · 15yrs Product Leadership · Founder/Co-Founder
Helping product leaders build what their users didn't think was possible.
Product Executive specializing in zero-to-one, AI-enabled SaaS, product-led growth, and high-craft user experiences.
Rich and his team had a huge impact on our ability to more efficiently manage our product teams, processes, and code releases for Royal’s smartship software.
Rich’s guidance about clearly understanding my audience, identifying transition opportunities, and founding a startup have been invaluable.
Rich’s commitment to delivering high-quality, user-centric products has been a key driver of our success.
Rich greatly improved our product design and delivery in a way that made it not only more user-friendly, but also a delight to use, while quietly building a strong brand that gave us instant credibility in the market.
Because of Rich’s massive product leadership and creative skills, experience, and work ethic we have grown, scaled, and become more recognized than ever.
Rich is an inspiring leader. His vision for Bodhtree, and the international team he brought together was the catalyst for our growth and success.
You will always be a great part of our story and no one has ever told it better than YOU!!
Hiring Rich was a critical milestone in our history and his creative DNA is embedded in the ongoing success of our brand.
Trusted by
My Why
I'm a product builder with a background in storytelling: I've shipped software that keeps users coming back and films that moved audiences, and the craft is the same. Turning complex technical visions into intuitive, high-retention experiences that earn real trust, and scale.
What brought you here?
Y-path Content Studio A content tool I built over a long weekend to help me share Afterpath's story, in my own voice, across LinkedIn and X. Afterpath Afterpath is the Family Continuity Platform, bringing eldercare planning, estate planning and settlement, and generational wealth transfer together with the intelligence and warmth of a trusted family advisor. 
OneCommerce One Commerce is a unified commerce management platform that empowers brands to sell anywhere and ship everywhere - all from one streamlined ecosystem. 
Tradefull Tradefull is a unified e-commerce and logistics platform for B2B brands expanding or moving online, with AI-assisted inventory and warehouse logistics that align supply with demand. 
Fiberify Fiberify is a platform that empowers telecom operators and their suppliers to manage the cost and complexity of building, operating, and maintaining network infrastructure. Royal Caribbean - ServiceNow DevOps Slackbot Working with the Royal Caribbean team on a software platform called Excalibur, we designed and developed a custom integration between ServiceNow and Slack. 
Playing For Change - Portal User Research To improve membership value and retention, we led a comprehensive user research initiative for Playing For Change. Over 1,200 members participated. 
Peace Through Music - eCommerce / Promo WebApp Peace Through Music is one of a kind collaboration with Playing for Change, the United Nations, and Facebook (among others), celebrating the 75th anniversary of the UN's global initiative for social justice. 
SL2Z - Anti-phishing Google Extension SL2Z is a browser-enabled cloud service that enhances the email security and web privacy of its users. 
Behind The Song - "The Weight, Part I" Behind the Song - The Weight, Part One captures a deeper look at how Playing for Change re-imagined this classic song with legend Robbie Robertson. 
Behind The Song - "The Weight, Part II" The Weight Behind the Scenes, Part Two was needed to properly tell the full story of this amazing body of work with such an epic lineup of performances. 
Dust to Glory - IFC Films Release A follow up project right on the heels of Step Into Liquid, Dust to Glory was an adventure unlike anything I've ever been a part of. 
Step Into Liquid - Lion's Gate Release Step Into Liquid is a beautiful genre-breaking documentary that found a theatrical audience worldwide, won many awards, and paved the way for entry to filmmaking. 
Highwater - Image Entertainment Release Highwater is a cinematic surf documentary capturing the intensity and beauty of the Vans Triple Crown of Surfing on the North Shore of Oahu. 
Bodhtree Bodhtree Solutions is a tier two consulting company focused on delivering outsourced applications and analytics solutions for large enterprise brands. 
VeepStack VeepStack Collective is a digital marketing agency that designs applications, content, and websites, and produces digital media and motion design of all kinds. 
TOURtech TOURtech is the market leader in providing temporary event WiFi, festival WiFi, VoIP, Internet Connection Management, and Mobile Office Solutions. 
ECM - PCB Stator PrintStator is a next-generation motor design platform that enables engineers to search, customize, and create electric motors using advanced PCB stator technology - all within a secure cloud-based environment. Go to
Contact / Book a call Schedule time with me Work with me Fractional & embedded product leadership Résumé / Work history Open the PDF LinkedIn linkedin.com/in/crichw Expertise What I do IMDb Film & TV creditsNothing matches that yet. Try another term, or use a link above.
Works
One Commerce is an AI-enabled commerce management platform that empowers brands to sell anywhere and ship everywhere - with predictive inventory forecasting, all from one streamlined ecosystem.
OneCommerce
Tradefull is a unified e-commerce and logistics platform for B2B brands expanding or moving online - with AI-assisted inventory and warehouse logistics that align supply with demand.
Featured Writing Inspiring Afterpath
I found my mother's handwritten list of passwords on a yellow notepad, under a manila folder labeled "family."
Featured Project
Y-path Content Studio
A content tool I built over a long weekend to help me share Afterpath's story, in my own voice, across LinkedIn and X.
See how it was built
Fiberify is an AI-driven platform that helps telecom operators manage the cost and complexity of network infrastructure - with intelligent fiber monitoring and smart fault detection.
Fiberify
Peace Through Music - eCommerce / Promo WebApp
Bodhtree Solutions is a tier two consulting company focused on delivering outsourced applications and analytics solutions for large enterprise brands.
VeepStack Collective is a digital marketing agency that designs applications, content, and websites, and produces digital media and motion design of all kinds.
TOURtech is the market leader in providing temporary event WiFi, festival WiFi, VoIP, internet connection management, and mobile office solutions.
PrintStator is a next-generation motor design platform that enables engineers to search, customize, and create electric motors using advanced PCB stator technology - all within a secure cloud-based environment.
No work matches that yet. Try another filter or search.
Know where AI pays off in your business.
The AI-enabled Product Opportunity Audit: a fixed-price discovery audit that delivers an AI Opportunity Map, a prioritized 90-day plan, and quick wins you can start this month.
Expertise
Product Strategy
Defining vision, goals, and roadmap to align product direction with business impact.
- Market research
- Product-market fit
- Same-day prototyping
Product Design
Designing user-first interfaces and intuitive experiences across platforms.
Product Development
Translating ideas into scalable, performant digital products with real-world usability.
Lean/Agile Team Building
Building modern agile teams, systems, and culture that support fast-moving, adaptive product lifecycles.
Brand Strategy
Shaping how your brand communicates, positions, and connects with its audience.
Brand Development
Building the visual and verbal identity that makes your brand recognizable and consistent.
The toolkit
Before code, before investors, a company needs a name, a visual language, and a voice. For an early-stage startup this was a deliberately lean effort - but every decision here compounds, across the investor deck, the landing page, and every screen that follows.
The mark
Rationale:An eight-petal pinwheel in a full-spectrum gradient. No petal stands alone, just as no phase of the journey does - a fixed identity mark, while the motion belongs to Pathfinder, not the brand.
Brand Expression
Visual Language: Type & Color
Three faces, three jobs - clarity for the interface, system precision for the record, and a handwritten warmth at the moments that matter most.
DM SansAa
Clarity - primary UI and headings. Guiding families forward.
DM MonoAa
System - labels, code, and metadata.
CaveatAa
Warmth - annotations and emotional touchpoints. With you, every step.
🗣️ Messaging
The brand voice is one line and three words:
We guide families through life's hardest transitions, together.
Compassionate, intelligent, hopeful - the register of a trusted advisor who has been there.
From Concept to Living Visual Expression
A calm, warm, trustworthy identity built to hold families through the hardest moments - and to earn the credibility the product depends on.
As a pre-revenue startup, ONECommerce set out to become a unified commerce management platform that empowers brands to sell anywhere and ship everywhere - all from one streamlined ecosystem. The brand identity and message needed to be inspiring while also trustworthy.
Rationale:The 1 Commerce value proposition was to do all things commerce from a single app, including logistics - fulfillment, shipping, and returns. The inspiration for the mark came with a double meaning: from one perspective it reads as a hub and spoke, from another it reads as a box. Both interpretations integrate the number 1 in a notification pattern, intended to infer any number of counts in the e-commerce supply chain - orders, shipments, items in a cart, and so on.
Market Research
Strong design starts with context - not color palettes.
Before making visual decisions, we focused on understanding the ecosystem: the users, the competitors, and the market dynamics. This context shaped every branding choice - from tone of voice to visual identity - ensuring the result wasn't just attractive, but strategically grounded.
We analyzed leading e-commerce platforms to identify opportunities in visual identity and messaging. The visual expression across the set presented some must-haves and some greenfield opportunity, while most competitor messaging emphasized point solutions and premium pricing. That let us find a defensible wedge: a brand that feels powerful, yet delivers a lot of value.
Target Audience
We identified and analyzed the core users of One Commerce to ensure the brand speaks directly to their needs, pain points, and aspirations. Understanding who we were designing for let us craft a brand experience that feels both relevant and empowering.
Primary Segments
- Medium and large-sized brand owners seeking operational control of their entire e-commerce supply chain.
- Operations and fulfillment managers needing visibility, control, and centralization.
- Brand owners, entrepreneurs, and founders who want to grow revenue with automation, minus all the complexity.
Core Needs
- An intuitive, all-in-one platform
- Transparent control over products, logistics, inventory, and orders
- Simple onboarding and scalability - no developer required
- Comprehensive transactional data access, visibility, and insights
Brand Expression
Visual Language: Type & Color
We combined Indivisible BLK for its bold, trustworthy presence in headlines and logotypes with Aktiv Grotesk for its modern clarity in body text and UI labels. Together they create a typographic system that balances impact with readability - ideal for a product that aims to be both powerful and intuitive.
Indivisible BLKAa
A heavy classic font, used to give the mark a confident, trustworthy, and bold weight and feel.
Aktiv GroteskAa
A medium-weight font that is uncomplicated and clean, yet elegant and modern.
🎨Color System
The color palette was designed to feel energetic and future-forward while maintaining clarity and contrast across all digital surfaces. Magenta adds boldness and identity, Midnight brings depth and focus, and Charcoal grounds the visuals with a clean, neutral base. Together they create a system that's both striking and functional - perfect for a product-first tech brand.
Electric Fuchsia#FF0A8C
Midnight Violet#1C1B2E
Neon Purple#7C4DFF
Cyber Cyan#13C4FF
Pure White#FFFFFF
🌐 Website Overview
The ONECommerce website is the first real-world application of the new brand system - bold design paired with a clear product narrative. It introduces the platform's value, builds trust through consistent messaging, and drives users to get started with intuitive navigation and a sharp visual hierarchy.
From Strategy to Impact
The One Commerce brand was crafted to be more than visually striking - it was built to embody clarity, control, and confidence at every touchpoint. By grounding every design decision in research and strategy, we created a system that speaks the user's language, scales with the product, and inspires trust from day one.
As a growing telecom platform, Fiberify needed a brand identity that felt both modern and credible - something that could clearly communicate its promise of verified connectivity and real-time infrastructure monitoring. The design had to reflect innovation while maintaining simplicity and trust.
The name
Fiberfiber-optic infrastructure+verify=Fiberify
The name Fiberify was formed by merging two core ideas: 'fiber,' referring to telecom fiber-optic infrastructure, and 'verify,' representing health, accuracy, reliability, and trust. This combination reflects the product's core mission - to provide intelligent, verified insights into fiber network operations.
The wordmark was designed to emphasize this dual meaning - engineered precision with a sense of confidence - wrapped in a name that's bold, modern, and distinctly own-able.
Logo Development
To create a brand that truly resonates with the telecom industry, we began by defining what Fiberify stands for: speed, clarity, and trust. The check mark communicates verification, accuracy, and service reliability, while its angular structure evokes fiber networks and infrastructure - we explored multiple directions before landing on a mark that feels both engineered and approachable.
Market Research
Smart branding begins with insight - not just aesthetics.
Before diving into visuals, we conducted a competitive audit to understand the telecom tech space - from visual language and messaging to UI patterns and user expectations. This research grounded every design decision in relevance and differentiation.
Brand Expression
Visual Language: Type & Color
The visual identity reflects Fiberify's intelligent, tech-forward positioning: a bold custom typeface for precision and modernity, paired with a vibrant orange-and-green palette for energy, innovation, and trust. The custom face carries logotypes and hero messaging; Helvetica Neue keeps supporting text clean and legible across interfaces.
Custom FontFy
A futuristic custom typeface for logotypes and hero messaging - a modern, computer-technology brand image.
Helvetica NeueAa
A clean, medium-weight sans-serif for supporting text - uncomplicated, legible, and modern.
🎨Color System
The Fiberify palette uses vibrant orange to convey urgency, energy, and innovation - core traits of a responsive telecom brand. A bold green check reinforces reliability and verified performance, while neutral grays support a clean, modern aesthetic - high contrast, strong readability, and a confident, high-tech feel across every touchpoint.
🗣️ Messaging
To ensure a consistent and confident brand voice, we crafted messaging that communicates Fiberify's promise:
Verified Fiber Field Intelligence.
The tone is direct, technical, and trustworthy - designed to resonate with telecom professionals who value performance, reliability, and speed. Key phrases are reused across touchpoints to reinforce positioning and support quick recognition.
📦 Product Marketing Collateral
To bring the Fiberify brand to life across marketing touchpoints, we developed a cohesive set of product marketing assets - each reflecting the brand's sharp, modern identity while reinforcing the key messaging pillars.
Sales Enablement Materials
Polished pitch decks, datasheets, and overview pages for clear, effective enterprise communication.
Platform Feature Guides
Visual collateral explaining platform modules and functionality for use across web, email, and presentations.
Website
Design and development of a fully responsive website with tracking, data collection, and social integrations.
Product One-Pagers
Focused summaries of Fiberify modules - from Field Agent Management to System Integrations - for quick, scannable reference.
🏆Awarded Trademark™
Following the successful development and launch of the brand, Fiberify™ was officially recognized and awarded a registered trademark.
This milestone not only validated the uniqueness and strength of the brand identity, but also protected the logo, name, and messaging across all markets. Securing the trademark solidified Fiberify's place as a credible and differentiated player in the telecom infrastructure space - and ensured long-term consistency across global touchpoints.
From Strategy to Impact
The result is a brand that reads as precise, reliable, and built for the field - giving a young telecom platform instant credibility with enterprise buyers.
VeepStack Collective is a digital marketing agency that designs applications, content, and websites, and produces digital media and motion design of all kinds.
Custom Icon
Rationale:The company was originally conceived as a CXO on-demand service for SMB and mid-market, so the iconography conveys experience across layers of diverse industries.
Brand Expression
Visual Language: Type & Color
A confident, modern type system: a heavy custom display mark paired with a clean, elegant body face.
Custom Font
A heavy, futuristic custom font created to give the mark an upward movement for the word Stack.
MontserratAa
A medium-weight font, uncomplicated and clean yet elegant and modern.
🎨Color & Application
A focused palette - a near-white neutral, a bright teal, and a deep navy - carried across signage, collateral, and digital.
Muted Ash#F7F7F7
Tropical Drift#5FD3CE
Deep Current#0B3C50
